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Subaru Dealer Launch

The Brief

Launch the new brand positioning for Subaru Australia to their dealer principles in conjunction with the announcement of Subaru’s re-entry into the Arc and reveal of the new “DO” Motorsport Official Subaru WRX Rally Car and driver, Molly Taylor. Deliver as well, all production and logistics elements for their annual Retailer of the Year Awards Dinner.

QUICK STATS

Program

Dealer Principal Launch

Attendees

140

Destination

Sydney

The ci Solution

Delighted to be working in a unique venue with the latest trends and designs in technology, cievents challenged the expected. Unusual templates, new technology and an 8.5m x 6.3m ultra HD, LED wall in the theater made for some dynamic content.

Pushing possibilities and managing asset deliveries up till the day prior to the launch, the team managed to create an engaging environment complete with an acapella group singing their rendition of Lou Reed's iconic Walk On The Wild Side as the Dealer Principals walked back to the Hilton Hotel.

Testimonial

“Thanks so much for all the changes, the last minute additions, subtractions, additions again…you and your team are amazing and deliver an outstanding result – so happy to work with you.” Subaru Brand Marketing Manager

Other requirements cievents had to consider were;

A high tech solution for the initial brand reveal to the DP’s for the sublime messaging of how people will purchase in the future.

Find a suitable location for the reveal of the WRX Rally Car within walking distance of the venue with a short lead time.

With the challenge to find another area for the reveal less than 3 weeks out, cievents put forward the secure carpark under the Hilton Hotel. A relatively blank canvas for what eventually became an industrial ‘pop up’ underground bar complete with black and white historical Subaru rally footage.

The venue, never having hosted an event before, brought on many challenges, including power, liquor licence, deliveries unloaded street level and shuttled into the car park in utes and the need for air conditioning due to a heatwave. This was a first on many levels and a truly unique successful solution.

Create a sensory experience for potential Australian corporate clients providing a taste of what they could expect from New Zealand. Tourism New Zealand and cievents collaboration showcased the potential of the destination combined with the seamless experience of dealing with a local partner.